In an unprecedented move toward transparency, Adidas CEO Bjorn Gulden, a former footballer and a seasoned business executive, has shared his personal mobile number with a staggering 60,000 employees within the Germany-based sports giant. The initiative, reported by The Wall Street Journal (article behind paywall), is part of Gulden’s strategy to cultivate a culture of openness and responsiveness within the company.
Bridging the Gap:
“Some people think I am crazy,” acknowledged Gulden, a Norwegian national with a rich history at Adidas since 1992. Following the distribution of his cellphone number, he experienced a flood of communication, receiving about 200 contacts weekly from staff members seeking changes and improvements at the company. “It is important for leaders to be open,” emphasized the 58-year-old CEO, emphasizing the need for direct and transparent communication channels.
Overcoming the Culture Barrier:
Gulden highlighted a prevalent ‘culture of finding reasons to not do things’ at Adidas, which he is determined to reshape. By giving employees direct access to his mobile number, he aims to break down barriers and encourage a proactive approach to problem-solving within the organization.
Quick Impact Strategy:
Known for his strategic prowess, Gulden is applying lessons learned during his time at Puma to make a ‘quick impact’ at Adidas. The CEO initiated changes by terminating consultants whose decisions, according to him, deviated from industry norms. This bold move is aligned with his goal of steering Adidas back to profitability, with positive indications that the company is on track to achieve this milestone in the current fiscal year.
CEO’s Vision:
Gulden, who spent nine years at rival Puma before returning to Adidas, has been at the helm since January 1, 2023. His vision for Adidas involves a cultural shift and a commitment to eliminating obstacles that hinder progress. By fostering a more open and collaborative environment, he aims to replicate the impressive sales turnaround he achieved during his tenure at Puma.
As Gulden reshapes the corporate landscape at Adidas, his unconventional approach challenges traditional norms of hierarchy and communication within large organizations.
